Connecting sponsor brands through sports competitions: an identity approach to brand trust and brand loyalty

Pan, Po‐Lin; Phua, Joe

doi:10.1108/sbm-01-2019-0003

Cited by 17 publications

(23 citation statements)

References 56 publications

(63 reference statements)

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“…Points of attachment (POA) is the most frequently investigated theoretical concept for understanding sports consumer behavior ( Trail et al, 2003 ; Robinson et al, 2004 ; Shapiro et al, 2013 ; Pan and Phua, 2020 ). POA is defined as a psychological connection to a specific entity ( Kwon and Armstrong, 2004 ).…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

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Effect of 2002 FIFA World Cup: Point of Attachment That Promotes Mass Football Participation

2022

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The 2002 FIFA World Cup Korea/Japan significantly promoted football in the host countries. However, it remains unclear how the event has changed mass football (soccer in North America) participation. This study applies points of attachment (POA)—a well-developed concept in the field of sport management—to the 2002 FIFA World Cup and aims to examine which specific POA promoted football participation frequency immediately after the event and the present frequency of football participation in the host countries. An online questionnaire survey was conducted in South Korea (n = 405) and Japan (n = 398). The samples included adults aged > 19 as of the hosting date of the 2002 World Cup. Hierarchical regression analyses were performed to test all the datasets by employing four POAs (players, coaches, national teams, and football) as independent variables. Multiple control variables (e.g., nationality and age) and two dependent variables (football participation frequency immediately after the event and the present frequency of football participation) were included in the model. Correspondingly, those who had a higher attachment to each point during the event showed a higher frequency of football participation immediately after the event. In contrast, only two POAs (players and coaches) led to a higher frequency of present football participation. These findings provide the first empirical evidence highlighting the influence of the 2002 FIFA World Cup on mass football participation depending on the POA.

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Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

“…The importance of having a single role is related to the social positions that an individual occupies ( Callero, 1985 ). Accordingly, identity theory is considered essential for understanding POA (or role identification) ( Lock and Heere, 2017 ; Pan and Phua, 2020 ).…”

Section: Theoretical Background and Hypothesis Developmentmentioning

confidence: 99%

Effect of 2002 FIFA World Cup: Point of Attachment That Promotes Mass Football Participation

2022

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“…Meng et al, 2015;Kim and Hull, 2017) and fan-sponsor relations (e.g. Pan and Phua, 2021;Tsordia et al, 2018;Demirel and Erdogmus, 2016). However, less attention has been paid to the segmentation of fans.…”

Section: Classification Of Sports and Football Fansmentioning

confidence: 99%

Football fans and stakeholder theory – A qualitative approach to classifying fans in Germany

Jaeger¹

2021

SBM

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PurposePublic debates and scholarly literature on football fandom are often characterised by generalisation and lacking differentiation. The changing ethnography of fans, affected by the rapid commercialisation and internationalisation of the game, reinforces the demand for contemporary classification criteria and fan typologies that take the complexity and heterogeneity of fans into account and draw a more differentiated picture of fans and sub-groups.Design/methodology/approachBased on the grounded theory methodology and a systematic literature review on stakeholder theory, stakeholder classification criteria and football fandom, the authors conduct and analyse 14 semi-structured expert interviews with fan managers employed by German professional football clubs. Building on the analysis, the authors identify, present and discuss ten contemporary criteria and five corresponding typologies for the classification of football fans.FindingsThe grounded theory analysis suggests that football fans can be characterised according to ten classification criteria. Building on the analysis, the authors derive five fan typologies that differ in their characteristics along the continua of the identified criteria. Typologies comprise (1) active fans, (2) consuming fans, (3) event fans, (4) corporate fans and (5) passive followers.Originality/valueThe paper enlarges prior knowledge on the behavioural and attitudinal characteristics of fans as individuals and adds knowledge regarding relationships within fan groups, and regarding formal and non-formal relations between fans and clubs. The results provide scholars with a framework for further scientific investigation and practitioners with a concept for a more sophisticated and differentiated approach to managing fan relations.

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“…According to research by Pan and Phua [47], identifying fans with their team is a reliable predictor of their trust and loyalty to that team. Theodorakis et al [62] supported the psychological connectedness between spectators and a sports team by measuring the Sport Spectator Identification Scale (SSIS) which measures how much spectators identify with a sports team.…”

Section: Introductionmentioning

confidence: 99%

“…Market segmentation into important and profitable sectors is one of the most difficult and basic marketing actions. The main difficulty is that on the one hand, there are infinite ways of segmenting a market, and on the other hand, there are no specific procedures to guide the segmentation effort or to evaluate the various sectors arising from such a segment effort [11,47]. This is also the reason why some people avoid segmentation or use it in a rather superficial way, with the result that most segmentation efforts at the moment are based on the intuition and practical experience of some people for the market.…”

Section: Introductionmentioning

confidence: 99%

The Identity of Sport Spectators in Greece

Amalia¹,

Krinanthi²

2022

ujm

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The purpose of this study was to investigate "Who the Greek spectator is". Demographics and personal characteristics of 2,322 spectators were investigated. All participants are randomly selected football fans. They filled out the questionnaires voluntarily. Age, profession, education, marital status, and monthly income were the main demographic issues that were examined according to Greenwell et al. [25], and Lambrecht et al. [36]. Besides, the possession of a season ticket, the frequency of attending football games, and the team they supported were further investigated. Results showed that Greek spectators are 20 -29 years of age (29%), high school graduates (38.3%), unmarried (47.4%), without children (52%), privately employed (27.3%), with a total monthly income 701 € -1,000 € (21%). Moreover, personal characteristics questions showed that most of the participants are fans of the Olympiacos SFP team (16.2%), and attend the football games twice a month (27.5%), with a single ticket (51%). Taking into consideration the theoretical background, which indicates that the identity of sport spectators can influence customers' future intentions, the results of the present study, which was conducted on a rather large sample, seem promising [1]. Academics and sport managers could use this information to better understand spectators' future intentions and design marketing strategies aimed at getting customers back and attracting new ones to the stadiums after the pandemic.

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Connecting sponsor brands through sports competitions: an identity approach to brand trust and brand loyalty

Cited by 17 publications

References 56 publications

Effect of 2002 FIFA World Cup: Point of Attachment That Promotes Mass Football Participation

Effect of 2002 FIFA World Cup: Point of Attachment That Promotes Mass Football Participation

Football fans and stakeholder theory – A qualitative approach to classifying fans in Germany

The Identity of Sport Spectators in Greece

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